Customer relationship management in event industry

It is a strategy that is put in place to maximize the customer 's revenue , profitability and satisfaction . Several factors in the business markets have compelled managers to enhance the existing customer relations which have in turn brought in profitable benefits as well as sustainable revenue growth (Dibb Meadows 2004 . These include the shift from product focus to customer focus , complex network dynamics and radical changes in marketing environments (Krell 2005 . CRM makes it possible for businesses to understand better the stated and implied needs of its consumers

Many organizations that

have moved on are establishing a customer service department that squarely deals with customer issues . More often than not , the departments are headed by a vice president who reports to the chief executive . For an organization to implement customer relationship management (CRM , it is important for it to invoke policies , processes as well as technologies that will cater for all customer requirements (Chen , J Ching 2007 . To enhance successful implementation of the CRM philosophy , organizations should have a close examination of the kind of relationship that they have with their customers (Dibb Meadows 2004 . The examination should be all round ranging from marketing , sales , service or support delivery and probably to the next sales transaction

The readiness of a business enterprise to adopt the CRM philosophy will be determined by a number of factors . Key among them is the marketing strategy being applied by the organization . An organization 's marketing strategy will have a direct impact on the adaptability of the firm to the CRM in that firms with elaborate marketing strategies will always have a more organized CRM and vice versa . The organization 's corporate culture will also dictate its readiness for adoption of the CRM philosophy . Here , culture is directly influenced by the average age of the...